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Big Giant Conversions CEO Jeff Eckman on the Hottest Conversion Trend, the Biggest Optimization Mistake, NOPA, and Tim Ash’s Presidential Suite
Editor’s Note: With Conversion Conference 2012 San Francisco just around the corner, we thought it’s about time you learn a bit more from each of our speakers. So we put on our journalist/paparazzi hat and placed each speaker on the proverbial hot seat by asking four questions, including one which can be considered a burning issue for digital marketers and other professionals in the internet industry: the Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA). From this day until the conference, we’ll be featuring a speaker and their answers to the questions so be sure to check out our blog regularly.
But wait, there’s more! You can join in and do some pre-conference engagement with our speakers by sending in your own questions through email, Twitter, or our Facebook Wall. We’ll make sure your questions get the attention they deserve and even feature them here.
We’re now down to the last five days till the big show. The Marriott Marquis is already sold out – and so is Tim Ash’s two-day Landing Page Optimization Intensive. So we took what time we have to get insights from Jeff Eckman, the CEO of Big Giant Conversions (BGC). BGC is a performance-based marketing services firm based in the Cambridge Innovation Center in Kendall Square. When he’s not busy with being the CEO of an in-demand firm, he moonlights as a drummer for Boston’s “Pressure Cooker,” an original reggae act. We’re not kidding, he’s that cool. So here’s what Jeff thinks are the hottest conversion trend, biggest optimization mistake, SOPA/PIPA, and the best SF hangout:
1) What do you think is the hottest trend in optimization or conversion for 2012?
We think the hottest trend in optimization and conversion is post-response segmentation, a methodology that’s delivering exponential growth in conversion rates.
2) What would you say is the biggest mistake people (still) make when it comes to optimization?
The biggest mistake people still make when it comes to optimization is not testing enough. Even for people with very low traffic, if you’re not putting new tests in market at least one a month, you’re making a big mistake.
3) What’s your take on the Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA)?
My take on SOPA and PIPA was NOPA.
4) What’s your favorite place to hang out in San Francisco (that one place you just have to drop by/visit when you’re in the city)?
Tim Ash’s Presidential Suite.
We wonder what curiosities are there in Tim’s Presidential Suite to keep Jeff so interested? Good thing ConvCon is only five days away – you can join us as we snoop around! 😉
Got a question for Jeff that can’t wait till March? Post it on the comments section below, tweet it to us, or post it on our wall and we’ll make sure he gets it.
More About Jeff
Jeff Eckman is the CEO of BigGiantConversions, a marketing startup that is boosting returns and consumer engagement from traditional and 
online marketing and advertising. Mr. Eckman has led conversion engagements with national and regional brands including California Closets, Athenahealth, Inc., and Children’s Hospital Boston, and the firm routinely partners with complementary marketing innovators including Digitas and ion interactive.
Mr. Eckman earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. For over 14 years, he has been the drummer for Boston’s “Pressure Cooker,” an original reggae act. Jeff is also actively involved in regional business and community organizations.
See Jeff Live!
Jeff and Ginny Snook Scott from California Closets will be presenting a session on “How California Closets Boosted Revenues with Segmentation, Analaytics and Human Behavior” at Conversion Conference West 2012 in San Francisco, California. See the full agenda and read more about this session.
Want to save on your Conversion Conference Registration? Follow Jeff on Twitter to say hello and request for a discount code!
P.S. Regular Pricing for Conversion Conference SF ends Friday, March 02, 2012. Don’t wait the last minute, register now to enjoy some savings while you still can (and before passes are gone!).
